P&G Shiksha's new ad features a 75-year-old 'student'

P&G claims to have built and supported over 1800 schools to date.

P&G Shiksha, a CSR program of P&G India, just unveiled its latest ad film that highlights the story of Bittu who realises his dream of going to school at the age of 75. Conceptualised and created by Leo Burnett, the film has been launched across social media platforms like YouTube, Facebook, Instagram, and Twitter.

The campaign was launched in 2005 as P&G India's flagship CSR program with a focus on improving access to education in India. P&G Shiksha claims to have built and supported over 1800 schools. For the initiative, P&G associates with NGO partners like Round Table India (RTI), Save the Children (STC), Pratham and Education Initiatives.

P&G Shiksha's latest #DontLetDreamsWait campaign

The film around 'Bittu' is inspired by a true story of a man who, having grown up in a village without schools, had to wait until the age of 75 to attend one.

Abhishek Desai

About the new campaign, Abhishek Desai, director – Marketing Operations, P&G India, said, "The film highlights the simple joy of learning and attending a school that no child should miss. We hope the film builds an emotional connect with the audience and inspires them to do their bit towards Shiksha."

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Rajdeepak Das

Rajdeepak Das, MD India and chief creative officer, Leo Burnett South Asia, said, "Going to school is a dream that children have. It's not just the learning, but the fun stays with us all our lives. Unfortunately, this dream is not realised for everyone. We have humanised the new campaign by capturing the hopes and aspirations of 'Bittu' and how he is living his dream of attending school at 75. With this emotional and thought-provoking story, we hope to strike a chord with everyone."

P&G Shiksha - #ChooseForChange from 2018

P&G Shiksha's ad film for 2018 that was launched around the same time last year featured a boy who wanted to go to a school but could not do so since his village had none. His father had to lie to him every day on various pretexts to avoid taking him to school.